Website Redesign
Elevating CMV’s digital presence to reflect market leadership
Context
CMV, the leading blasting equipment manufacturer in Latin America, faced a challenge: its website failed to reflect its authority and market leadership. The outdated design and fragmented navigation made it difficult for technical professionals and decision-makers to find key information efficiently. The goal was to modernize the website, align it with CMV’s reputation, and improve usability for global and local audiences.
Key Responsibilities
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Conducted user analysis and competitive benchmarking to identify pain points and opportunities.
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Led the end-to-end redesign, focusing on intuitive navigation and consistent visual identity.
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Consolidated scattered content into cohesive sections for better accessibility.
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Developed responsive UI designs adapted for global audiences.
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Collaborated with stakeholders to improve product pages by embedding accessible resources like videos and catalogs.
Impact
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35% Traffic Growth: Post-launch website visits increased significantly due to improved relevance and usability.
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Improved Usability: Simplified navigation enhanced user experience, reducing friction and time-to-information.
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Higher Quality Leads: Enhanced product pages led to a noticeable increase in qualified B2B leads.
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Stronger Brand Positioning: The modernized design reinforced CMV’s status as an industry leader.
Key Page Redesigns
The website redesign included multiple pages, with a focus on streamlining product information and enhancing usability. Below, we highlight the key pages that underwent significant changes, showcasing the before-and-after transformations. For a full experience, visit the live website.
Home Page
Before
The previous homepage lacked a clear information hierarchy, leading to a cluttered layout with inconsistent navigation and diluted messaging. Users struggled to find key content due to excessive use of green branding elements and competing visual components. The lack of a strong headline or structured pathways made it difficult for potential clients to understand CMV’s expertise at a glance.
After
The redesigned homepage now features a streamlined structure that immediately establishes CMV’s industry leadership. A bold, professional headline clearly communicates the company’s authority in the blasting equipment sector. The new design prioritizes usability by reducing visual noise, introducing a well-defined content hierarchy, and strategically placing call-to-action buttons. This ensures that users can quickly access relevant products, solutions, and company insights without unnecessary friction.
Product Page
Before
The original product pages were visually inconsistent, featuring slow load times, unstructured technical details, and an overwhelming use of vibrant CTAs. Information was scattered across multiple sections, making it difficult for users to quickly compare specifications or request quotes. Additionally, embedded videos and catalogs loaded inefficiently, further disrupting the browsing experience.
After
The revamped product pages now follow a structured and user-friendly approach. Each page presents a concise product description at the top, immediately followed by key technical specifications for clarity. Instead of embedding media directly, clear buttons for video demonstrations and downloadable catalogs were introduced, significantly improving load times. Call-to-action buttons were redesigned with a more subtle yet effective appearance, reducing distractions while maintaining high conversion potential. The improved navigation allows technical professionals and decision-makers to explore CMV’s solutions more efficiently.
About Us Page
Before
The company’s background was fragmented across three separate pages—History, Locations, and Clients—which led to a disjointed user experience. Visitors had to navigate through multiple sections to get a full understanding of CMV’s story, client base, and global reach. The lack of a unified structure made it difficult to create a compelling and cohesive brand narrative.
After
The redesigned About Us page consolidates all company-related content into a single, interactive experience. A modular layout with expandable sections allows users to explore CMV’s history, locations, and client partnerships seamlessly. The company timeline is now visually engaging, incorporating key milestones in an intuitive format. Client logos are presented in a structured, scannable grid, reinforcing CMV’s credibility. A short introductory video was added, offering an engaging way for visitors to grasp the company’s mission and values at a glance.
Reflection
The CMV website redesign was a key step in aligning its digital presence with its position as a market leader. By focusing on user-centered design principles, the project delivered a seamless and professional experience for B2B audiences. The result not only modernized CMV’s online presence but also solidified its reputation as a trusted, innovative partner in the global market.
